There’s been a lot more talk about nurturing ‘superfans’ of late, which has both amused and interested me because that’s part of what we have all been doing for a living for a while now, surely? 

At my agency (and for years before that, at labels), we’ve long mastered the art of understanding the various stages of fandom, especially in the digital age. And although UMG and Warner have announced that nurturing superfans is an aim of theirs ...